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World Toilet Organisation asks Christmas shoppers to ‘give a shit’ on ‘brown Friday’

Singapore-based charity the World Toilet Organisation has launched a crowd-funding campaign to improve sanitation for school kids in South Africa.

The campaign, created by Saatchi & Saatchi Singapore, attempts to piggback the start of the Christmas shopping season – known as Black Friday – and asks people to “give a Shit” on “Brown Friday”.

The campaign aims to raise $30,000 to build a toilet facility in a school in KwaMashu, South Africa. The WTO is hoping to build 10 toilet facilities for South African school children in 2014.

World Toilet Organisation founder Jack Sim was in Cannes in June to tell adland about the movement.

“As creative people, we need to make excrement palatable,” he said.

“When we are children, our parents tell us not to talk about shit. This is a serious problem,” he said. “Shit is like fire. If you don’t manage it, it will kill you.”

“We need to make a toilet a status symbol, like a Louis Vuitton handbag,” he said. “We need to turn shit into a media darling.”

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